Mini Brief issue date 02/01/2018
You will create a
poster for Calvin Klein, a fragrance which is non gender specific. Traditionally the product is aimed at the
youth (15 – 35) market and is presented
against a white background. For the
purpose of this brief you will photograph your subject(s) in a studio setting
and location of your choice. You will
emphasize the non-gender specific nature of the product. The brief requires
that you will create a layout template and including an image of the product, a
New brand Logo with an image of at least two individuals to emphasize the
gender-neutral nature of the brand.
Link file for
demographics https://prezi.com/hnijsuasyemr/calvin-klein-one/
Planning…
o Create a design layout
o Produce a Calvin Klein logo
o Photograph the product
o Photograph the models
o Create a final poster layout
CK ONE is a unisex fragrance and within its adverts it features both a male and female. They are always in powerful positions promoting peace, love and power in the way they are positioned and their formation. The background is always a blank white canvas which helps showcase the product and the models and the audiences attention is completely on the model and product. Their is only one bottle showcased with a male and a female suggesting that they can both share it which presents the usage of the product and its ethical values. This idea is further explored with the tagline 'for a man or a women'.
Studio shoot models
g Georgie and Dylan
Location shoot models
Dylan and Georgie
F stop
•On a
camera, the aperture setting is traditionally adjusted in discrete steps, known
as f-stops.
Each "stop" is marked with its corresponding f-number, and represents
a halving of the light intensity
•Generally
shooing at f 8 and higher gives a wider depth of field (meaning more of the
image is in focus)
•Generally
shooing at f 4 and lower gives a narrow depth of field (meaning more of the
image is in focus)
Softbox
A softbox
diffuses the light into a pleasing soft, even light. When used
properly, it reduces harsh shadows. The closer the softbox is
to the model or subject, the softer the light appears, emulating window light.
Reflectors
Reflectors are
a head shot photographer's best
friend. Placing opposite of your main light source creates a great bounce
effect for fill light. You can also place a reflector in
the subject's lap, or just in front of them at an angle, to soften all of the
shadows under the eyes, chin, and to soften sharp features.
Direct lighting
Sunlight on a clear day is direct
light. Light from
an on-camera flash can also be direct light.
While direct
light has
many uses, photographers
often prefer the softer look of diffused and reflected light.
Figure 1.4. Light coming directly from a source to the
subject will have dark shadows with a hard, defined edge.
High-Key lighting
High-key
lighting is a
style of lighting for
film, television, or photography that aims to reduce the lighting
ratio present in the scene. This was originally done partly for technological
reasons, since early film and television did not deal well with high
contrast ratios, but now is used to suggest an upbeat mood.
The product
In order to create my own CK one advertisement i first had to create a plan for my up coming shoot. I did this by researching Original Calvin Klein advertisements and gathering ideas for my own. Once i did this i moved on to creating a layout. My original studio sketch didn't work out as planned as i realised that it was too impractical. My Models were a male and a female and they were always going to be in a position that represented equality and togetherness.
For my Location Sketch, i planned on having a brick wall as a background with the mans leg against the wall and the bottle photoshopped in next the them but above them. Also above them in the top left was the logo and the strap line next to it. In this sketch i included the bleed lines.
This is a contact sheet of the photos i took on the shoot. I made the models depict a variety of positions while i took photos and arranged the camera to get the best position possible for the shots i wanted to create.
After taking the photos i decided to work on creating a Logo that i was happy with. I wanted to stick with the simplicity that the brand adopts while making it unique to me. I started off by doing some research. This was one by looking at posters done by calvin klein themselves and looking at how the constructed them. I ended up creating two main logos. I chose the top one as the one i was going to use as it was simple yet creative and unique. The one on the right is also good however i decided against it as the 'one' merged in with the 'C' when it was smaller in the poster which meant it was hard to read. In terms of colour, i always planned on using solely black. This was so that the logo was visible and clear however the main focus still remained on the bottle.
This is my final edit for the studio edit. In this i have put all pieces together including my logo, strap line and the bottle. In order to create this edit i made it black and white while making the contrast higher and i made the image a little bit brighter. I also had to edit in a strap line. I choose a french strap line ' Tout le monde numero un', which translates to 'its everyones number one'. This is to represent the fact that its for both genders with the word 'Everyones' while having a play on words with 'number one' because the actual name of the fragrance is 'CK one'.
In this edit i used two fonts. For my logo is used the font 'Orator std medium'. This was to follow the the simplicity that i initially based it around and it also follows a similar design that the brand itself uses. The second font that i used was 'Oriya sangam MN regular'. This was for the slogan. It is very similar to the one i used for the logo but i thought it fitted nicely with the logo and the picture in the background. Both fonts are serif as i believe it appeals more to the audience which is young adults and perhaps teens. By making the font partially informal, it can reach out the audience more than a more formal and traditional san-serif font which gives connotations of strict and formalness which is not what the audience should feel when looking at this poster.
There was a lot of positives and a lot of negatives to take away from my project. One of my positives was that i managed to stay on schedule in terms of creating the poster. This was important for me because staying ahead or on schedule reduces the probability of rushing to get it finished meaning that i produced the best quality poster with the ideas that i had. I also successfully learnt how to operate the camera correctly and take advantage of the reflectors and lighting.
The productIn order to create my own CK one advertisement i first had to create a plan for my up coming shoot. I did this by researching Original Calvin Klein advertisements and gathering ideas for my own. Once i did this i moved on to creating a layout. My original studio sketch didn't work out as planned as i realised that it was too impractical. My Models were a male and a female and they were always going to be in a position that represented equality and togetherness.
 |
For my Location Sketch, i planned on having a brick wall as a background with the mans leg against the wall and the bottle photoshopped in next the them but above them. Also above them in the top left was the logo and the strap line next to it. In this sketch i included the bleed lines.
During the photo shoot, I set up the camera with aparture F8, Iso 200 and a shutter speed of 1/125. In the studio we had a white background that acted as a reflector with others around the object and we used two lights with f11 and f8.
This is a contact sheet of the photos i took on the shoot. I made the models depict a variety of positions while i took photos and arranged the camera to get the best position possible for the shots i wanted to create.
After taking the photos i decided to work on creating a Logo that i was happy with. I wanted to stick with the simplicity that the brand adopts while making it unique to me. I started off by doing some research. This was one by looking at posters done by calvin klein themselves and looking at how the constructed them. I ended up creating two main logos. I chose the top one as the one i was going to use as it was simple yet creative and unique. The one on the right is also good however i decided against it as the 'one' merged in with the 'C' when it was smaller in the poster which meant it was hard to read. In terms of colour, i always planned on using solely black. This was so that the logo was visible and clear however the main focus still remained on the bottle.
This is my final edit for the studio edit. In this i have put all pieces together including my logo, strap line and the bottle. In order to create this edit i made it black and white while making the contrast higher and i made the image a little bit brighter. I also had to edit in a strap line. I choose a french strap line ' Tout le monde numero un', which translates to 'its everyones number one'. This is to represent the fact that its for both genders with the word 'Everyones' while having a play on words with 'number one' because the actual name of the fragrance is 'CK one'.
In this edit i used two fonts. For my logo is used the font 'Orator std medium'. This was to follow the the simplicity that i initially based it around and it also follows a similar design that the brand itself uses. The second font that i used was 'Oriya sangam MN regular'. This was for the slogan. It is very similar to the one i used for the logo but i thought it fitted nicely with the logo and the picture in the background. Both fonts are serif as i believe it appeals more to the audience which is young adults and perhaps teens. By making the font partially informal, it can reach out the audience more than a more formal and traditional san-serif font which gives connotations of strict and formalness which is not what the audience should feel when looking at this poster.
There was a lot of positives and a lot of negatives to take away from my project. One of my positives was that i managed to stay on schedule in terms of creating the poster. This was important for me because staying ahead or on schedule reduces the probability of rushing to get it finished meaning that i produced the best quality poster with the ideas that i had. I also successfully learnt how to operate the camera correctly and take advantage of the reflectors and lighting.
However, my project was not perfect. Despite all of the positives of this project, there was also a few things that i could improve on for next time. One thing that i feel i could improve on was my leadership. My leadership skills were tested during this project on many occasions but in particular was when i was taking my photos during the photo shoot. When i was taking my photos, i had models with me however I never really took control and started 'bossing them around' which perhaps would have helped me get the photos taken faster and maybe even better. Therefore, next time i believe i could work on my leadership skills and communication skills building up to the project.
